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Stretching out his brand – or diluting it? Either way, expect to see more luxury brands jumping all the way into actual filmmaking. Vacarello’s flexing his newfound fashion muscle: planning to costume design all of them. It’s all part of the brand’s brand newSaint Laurent Productions, which is behind the short film – and upcoming indies by David Cronenberg, Abel Ferrara, Wong Kar Wai, Gaspar Noe’, Jim Jarmusch. But costume designing a gay period piece cowboy western? Not so much. Outfitting its young hot male cast for the premier – sure. British Vogue’s dinner with EIC Edward Enninful – and, who else, Chopard – was packed with even more models in even more desire-fusing dresses than many other not-quite mere mortal moments.īut Saint Laurent’s Anthony Vacarello – known for short sharp dresses/edgy skinny suits – costuming Pedro Almodovar’s Strange Way of Life did not compute. Prada co-hosted Vanity Fair’s fete, dressing Asteroid City’s Scarlett Johannsen and Maya Hawke in on-brand almost-awkward quirky pastel satins.

Apparently they’re “worth it” – L’Oreal’s ad line hook for years.Ĭeline’s mercurial Hedi Slimane hosted his candlelight dinner for his target group: youthful hipsters. Imagine what L’Oreal – parent company to Lancome, Maybelline, Saint Laurent Beaute’- shelled out to fly in this year’s “ambassadors” Dame Helen Mirren and Viola Davis.

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Hotel Martinez served as glam ground zero, with luxe brand suites, professional hair and make-up salons, fine jewelry showrooms, stylists and stars running in between.

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And as big paydays have faded in the movie business, it’s an important source of income for the actor – and their business entourage. Fashion/movie star alliances no longer tarnish a “serious actress” brand. Few major stars remain without designer deals: Anne Hathaway’s on Versace bus ads, Florence Pugh’s hyping for Valentino Zendaya models for almost everyone. Synergy? Could she be diving for a deal? Scarlett Johannson, the face of Prada’s Galleria bag, didn’t coincidentally pick Prada for every Asteroid City photo opp. Julianne Moore, the rare talent without a European luxury brand contract, chose a bottle green Louis Vuitton gown and an LV daytime look for May/December. No wonder a social media campaign to get Margot Robbie out of what fans called “frumpy” (Chanel) went nowhere. Chanel boldly promotes its A-list roster of Cotillard, Margot Robbie, Kristen Stewart, Lily-Rose Depp and Margaret Qualley. 5.Ĭhanel is only one example of how naked (no pun intended) the piggybacking of fashion is in Cannes. And why wouldn’t she? She’s the current face of Chanel No. Marion Cotillard just tossed on a Chanel mini tweed coatdress. The face of Louis Vuitton – Cate Blanchett – switched up LV black and white numbers for different premieres. That other Dior diva, Jennifer Lawrence ( Bread and Roses) followed suit, in Dior eye-popping lipstick red (with precedent smashing flip flops!).

Natalie Portman’s vintage Dior couture replica got more press than her new Todd Haynes movie.